If we look at the data from Cerveceros de España, beer is the cold drink most consumed in the hospitality industry in our country, and 94% of its consumption occurs in a social context. But how does it get to the bar counter or restaurant? Platforms like Eazle, recently launched by HEINEKEN worldwide, help hoteliers to be more profitable and to manage their orders and loyalty promotions more efficiently.
Thus, Eazle also arrives in Spain with two great advantages. The first is the ease with which the hotel customer sees a reduction in the time he spends on processing and managing his orders. The second advantage is that Eazle uses all the data-based business intelligence necessary to improve the results of the company and its clients.
This new platform replaces and unifies the 40 apps and websites that HEINEKEN used to serve its 500,000 B2B customers worldwide, in the more than 70 countries where it is present. Eazle's motto (“Your business easy”) summarizes the improvements that the platform incorporates to boost the business growth of commercial customers of all sizes (distributors and hoteliers) who make their purchases through it. On the one hand, it drastically reduces and simplifies the number of clicks, paperwork and management time to complete orders. And the different loyalty and reward promotions adapted to the customers' business, which can be applied in establishments to increase their sales, are also much clearer and visible.
The advantages of this unification are already being applied to the Spanish B2B platform FuerzaBar, which has been running for four years and which will change its name to Eazle in October. Thus, HEINEKEN Spain is a benchmark in terms of e-commerce business worldwide for the company, since more than 25,000 hotelier customers and distributors (5% of the world's half a million) already carry out their efforts through its e-commerce, a This figure has been escalating since the global launch and the improvements provided by the Eazle global platform.
The new Eazle platform uses all the data-driven business intelligence necessary to improve the results of HEINEKEN and its customers, equipping it with its own artificial intelligence AIDDA. In this sense, Eazle is one of the visible faces of the digital transformation of the company that "wants to be the best connected brewery". From HEINEKEN Spain they explain that "another of the objectives of this digital and technological transformation to be the best connected brewery is to attract the best technological talent and the impulse of Eazle will be a great advance for this path".
These management facilities for hoteliers also translate into some interesting business figures. These are operations worth more than 7,000 million euros in the last year alone, a volume that the company expects to more than double by 2025, to 15,000 million euros.
Thus, the digitization of the HEINEKEN business, which encompasses such well-known brands in Spain as Heineken®, Cruzcampo, Amstel or El Águila (and others such as Desperados, the Ladrón de Manzanas cider, local brands such as 18/70 or El Alcázar, and specialties like Guinness® and Paulaner), is part of its global EverGreen strategy, launched in 2021 to lay the foundations for the company's long-term, sustainable growth.
